“Drinking more wine” can mean two things. More litres every week — or more people choosing wine when they drink at all.
Vinetur’s April 2026 piece, echoing UIV findings, highlights young Italians moving toward wine even while everyday pouring fades. About 61% drink wine only sometimes, not daily. That is not failure. It is the new normal: occasional over automatic.
Mini-concept: intention density. One thoughtful bottle on Friday can matter more to a brand than seven forgettable glasses on autopilot. Occasional drinkers still build memory if the night feels worth it. Daily habit without attention builds volume that vanishes when health talk or RTDs intervene.
So the teaching line for Gen Z and Millennials is simple. Wine does not need to win every weeknight. It needs to win the nights that remain — meals, friends, small celebrations — against cans that require zero thought.
Parents and mentors can teach the same idea without lecturing. Share one good bottle on a real meal night. Talk about place in plain words. Skip the pressure to finish the bottle if the moment is small. Intention scales down as easily as it scales up.
Keep the 61%: sometimes, not daily. Fewer occasions, higher intention — that is how wine stays a chosen drink.